M&S unveils Christmas campaign with Paddington Bear as its star

Marks & Spencer has unveiled a playful Christmas campaign starring the fictional character Paddington Bear.


The family-friendly advert sees the much-loved character unknowingly save Christmas for his friends and neighbours as he confuses a burglar dressed in red as Santa. Despite the burglar’s protests, Paddington ‘helps’ him deliver the presents back to where they belong, making the burglar see the error of his ways as they ensure a special moment for neighbour Alice and her family.

The campaign, created by Grey London, emphasises M&S’ focus on people and experiences, building on a philosophy first unveiled with M&S’ Spend it Well campaign earlier this year.

“At M&S our customers are at the heart of everything we do and we know they love the magic of Christmas, most of all spending time with family and friends. Paddington has enchanted children and families all over the world for nearly 60 years which is why we couldn’t turn down the chance to bring the wonderfully endearing, much-loved British character and his world into the heart of our Christmas campaign this year,” said Patrick Bousquet-Chavanne, M&S Executive Director of Customer.

“Paddington injects the sense of joy, love and neighbourly spirit that makes Christmas feel magical and our story reflects the inclusive, make the most of every moment approach that we take to our customer conversations,” added Rob Weston, Brand & Marketing Director at M&S. 

The partnership with Paddington Bear follows the world premiere of Studiocanal and Heyday Film’s new movie, Paddington 2, last weekend.

To support the Christmas advert, M&S will host a dedicated campaign shop in 78 stores selling over 90 themed products, including a children’s Christmas storybook. It will be available for £3m, with all proceeds going to NSPCC to help fund its vital Childline service over the Christmas season.

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